Anthony Johnston, Director G2 Australia presents a practical discussion on what a brand needs to consider to benefit from the digital space, relevant to running a business in the current climate.
When a brand enters this arena, in all its myriad options, audiences and devices, it does so in an environment that is at best exceptionally beneficial and rewarding, at worst damaging to a brand if careful consideration isnt given to getting it right.
Digital is not about the latest technology. It is about communicating in a world where brand control is difficult, where messages take on different shapes in different channels, and the core element of getting it right is the idea itself.
Anthony covers the main points of consideration including the manifestations of innovation, partnerships, internal and external efficiencies, making the right choices and, most importantly activating a consumer to engage with your brand in the way you want.